MarketingSoutheast Asia

Philippines’ tourism department unveils new tourism slogan: ‘Love the Philippines’

Teddy Cambosa - June 29, 2023

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Manila, Philippines – The Department of Tourism (DOT) has announced a new tourism slogan ‘Love the Philippines’, a departure from the country’s ‘It’s More Fun in the Philippines’ tagline that was conceptualised back in 2012.

The ‘Love the Philippines’ tagline was conceptualised alongside DDB Group Philippines. According to Marie Adriano, the agency’s brand and strategic planner, the word ‘love’ is the positive theme evident amongst travellers in the country.

“While fun remains a positive theme and certainly part of the Pinoy DNA, there’s less volume of mentions. Coming from a culture shift, naturally, changes in the consumers follow. Who are they? We call them the ‘changed traveler’ for the very reason that travelling has come to mean more than just leisure,” Adriano told the Philippine News Agency.

Meanwhile, Tourism Secretary Christina Frasco commented, “The campaign Love the Philippines is not a mere branding campaign, but rather a call to action to every Filipino citizen to remember the beauty of our country, to honour our past, and to look forward to the future armed with the virtues, (and) values of being a Filipino.”

The previous tagline ‘It’s More Fun in the Philippines’ was conceptualised by BBDO Guerrero in 2012. It also renewed its partnership with DOT in 2021 alongside the Tourism Promotions Board (TPB) to promote the country’s tourism amidst a new normal.